Content Strategy

Content planning, creation, and distribution for sustainable organic growth.

Language & Quality Standards

CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

Standards: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

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When to Use This Skill

Apply content strategy expertise when:

• Planning content calendars and editorial workflows
• Developing content pillars and themes
• Creating distribution strategies
• Mapping content to funnel stages
• Repurposing content across channels
• Measuring content performance

Core Concepts

Content Pillars

Content pillars are the main themes your content revolves around.

Criteria for Strong Pillars:

• Aligned with business goals
• Relevant to audience pain points
• Differentiates from competitors
• Sustainable long-term (evergreen potential)
• SEO opportunity (search volume)

Example Pillar Structure:

Pillar	Purpose	Content Types
Industry Insights	Thought leadership	Reports, trends, analysis
How-To/Tutorials	Education	Guides, videos, templates
Customer Success	Social proof	Case studies, testimonials
Product Updates	Awareness	Release notes, feature deep-dives
Company Culture	Employer brand	Behind-scenes, team stories

Content by Funnel Stage

Stage	Goal	Content Type	Format	CTA
TOFU (Awareness)	Attract	Blog posts, social, video	Short, shareable	Subscribe, Follow
MOFU (Consideration)	Educate	Ebooks, webinars, guides	In-depth, gated	Download, Register
BOFU (Decision)	Convert	Case studies, demos, comparisons	Specific, proof-heavy	Trial, Demo, Buy
Retention	Retain	Tutorials, community, newsletters	Ongoing value	Upgrade, Refer

Content Mix Framework

70-20-10 Rule:

• 70% proven content (what works, repeat it)
• 20% iterative improvements (variations on winners)
• 10% experimental (new formats, topics, channels)

Content Type Mix:

• 40% Educational (builds trust)
• 30% Engaging (builds community)
• 20% Inspirational (builds connection)
• 10% Promotional (drives action)

Content Calendar Structure

Weekly Cadence Example:

Day	Primary Channel	Content Type	Goal
Monday	Blog	Educational	SEO traffic
Tuesday	LinkedIn	Thought leadership	B2B engagement
Wednesday	Email	Nurture	Subscriber retention
Thursday	Social	Community	Engagement
Friday	Video	Educational	Multi-channel

Content Repurposing Matrix

Original	→ Blog Post	→ Social	→ Email	→ Video
Webinar	Recap post	Key quotes	Summary	Clips
Case Study	Detailed post	Stats carousel	Teaser	Interview
Research Report	Analysis post	Data graphics	Key findings	Explainer
Podcast	Transcript post	Audiograms	Highlights	Video version

Best Practices

Planning Excellence

1. Audience-First: Research pain points before creating
2. Keyword Integration: SEO considerations in topic selection
3. Competitive Gap: What are competitors NOT covering?
4. Resource Reality: Plan for actual capacity, not aspirations

Creation Excellence

1. Hook First: Lead with value, not background
2. Scannable Format: Headers, bullets, visuals
3. One CTA per Piece: Clear next step
4. Evergreen Priority: Maximize content lifespan

Distribution Excellence

1. Channel-Native: Adapt format per platform
2. Timing Optimization: Post when audience is active
3. Promotion Balance: 20% creation, 80% promotion
4. Amplification Partners: Influencers, communities, syndication

Agent Integration

Agent	How They Use This Skill
planner	Building content calendars and editorial plans
copywriter	Creating content aligned with strategy
attraction-specialist	SEO-optimized content creation
email-wizard	Email content aligned with nurture goals

Anti-Patterns to Avoid

Anti-Pattern	Why It's Wrong	Do This Instead
Creating without strategy	Random content, no compounding	Define pillars first
All BOFU content	Ignores 97% not ready to buy	Full-funnel approach
Publish and forget	Wastes content investment	Promote and repurpose
Quantity over quality	Dilutes brand, wastes resources	Better content, less often
Ignoring data	Repeating what doesn't work	Analyze and iterate

Content Performance Metrics

Stage	Key Metrics	Good Benchmark
TOFU	Traffic, reach, impressions	+10% MoM growth
MOFU	Downloads, signups, engagement	2-5% conversion
BOFU	Demos, trials, influenced revenue	10-20% of pipeline
Overall	Content ROI, CAC impact	3:1 return

Related Commands

• /campaign/calendar - Generate content calendar
• /content/blog - Create SEO-optimized blog post
• /content/social - Create platform-specific social content

References

• references/content-pillars.md - Building pillar strategy
• references/editorial-calendar.md - Calendar planning
• references/repurposing.md - Content multiplication
• references/distribution.md - Amplification strategies